High Falls Advisors, Inc
In its 13F for Q4 2024 (holdings as of December 31, 2024, filed February 14, 2025), High Falls Advisors, Inc reported 116 stock positions worth $431.2 million. Its top holding was iShares Core S&P 500 ETF (IVV) at 16.0% of the portfolio, followed by Ishr CR Unvrse Usd BD ETF-Ui (IUSB, 13.2%) and iShares S&P 500 Growth ETF (IVW, 6.8%). Compared with Q3 2024, it opened 10 new positions, sold out of 14, added to 50 and reduced 48. The biggest buy was a new position in iShares MSCI USA Momentum Fa (MTUM) and the biggest sale Ishr CR Unvrse Usd BD ETF-Ui (IUSB, shares −13%).
- Most Recent 13F
- Q4 2025
- Location
- ROCHESTER, NY
- CIK
- 0001569139
- Portfolio Value
- $431.2M (Q4 2024)
- SEC Filing
- 0001085146-25-001518 ↗ filed Feb 14, 2025
Holdings Value
Holdings 116 stocks · $431.2M
| IVV iShares Core S&P 500 ETF | 16.03% | 117,442 | $69.1M | Reduce -3.3% |
| IUSB Ishr CR Unvrse Usd BD ETF-Ui | 13.15% | 1,254,666 | $56.7M | Reduce -12.5% |
| IVW iShares S&P 500 Growth ETF | 6.76% | 286,930 | $29.1M | Reduce -6.0% |
| QUAL iShares MSCI USA Quality Fac | 5.78% | 139,917 | $24.9M | Reduce -1.8% |
| DYNF Ishrs US E F R A ETF-Usd Inc. | 5.76% | 484,688 | $24.8M | Reduce -5.1% |
| EFG iShares MSCI Eafe Growth ETF | 4.92% | 219,233 | $21.2M | Add +15.2% |
| EFV iShares MSCI Eafe Value ETF | 4.92% | 403,933 | $21.2M | Add +8.3% |
| MBB iShares MBS ETF | 3.69% | 173,743 | $15.9M | Add +2.6% |
| AAPL Apple Inc. | 3.25% | 56,023 | $14.0M | Add +1.0% |
| IVE iShares S&P 500 Value ETF | 3.25% | 73,394 | $14.0M | Reduce -0.3% |
| EMXC iShares MSCI Emr MRK Ex Chna | 2.66% | 206,769 | $11.5M | Add +5.2% |
| IYW iShares Ustechnology ETF | 2.41% | 65,070 | $10.4M | Reduce -5.8% |
| BINC iShares Flex I A ETF-Usd Inc. | 2.28% | 188,626 | $9.8M | Add +2.6% |
| MUB iShares National Muni Bond E | 1.63% | 65,979 | $7.0M | Reduce -3.2% |
| TLT iShares 20+ Year Treasury BD | 1.58% | 78,020 | $6.8M | Add +12.2% |
| MTUM iShares MSCI USA Momentum Fa | 1.56% | 32,441 | $6.7M | New |
| QQQ Invesco QQQ Trust Series 1 | 1.16% | 9,751 | $5.0M | Reduce -0.6% |
| VTEB Vanguard Tax-Exempt Bond ETF | 1.10% | 94,891 | $4.8M | Add +38.3% |
| IEMG iShares Core MSCI Emerging | 1.07% | 88,075 | $4.6M | Add +1.2% |
| MSFT Microsoft Corp. | 0.81% | 8,291 | $3.5M | Reduce -1.6% |
| ESGU iShares ESG Aware MSCI USA | 0.79% | 26,358 | $3.4M | Reduce -1.3% |
| SPY SS SPDR S&P 500 ETF Trust-US | 0.79% | 5,786 | $3.4M | Reduce -4.0% |
| IAU iShares Gold Trust | 0.69% | 60,328 | $3.0M | New |
| NVDA Nvidia Corp. | 0.67% | 21,464 | $2.9M | Add +4.4% |
| IFRA iShares US Infrastructure | 0.61% | 56,993 | $2.6M | Reduce -4.7% |
| EMB iShares JP Morgan Usd Emergi | 0.58% | 27,928 | $2.5M | Add +1.9% |
| OEF iShares S&P 100 ETF | 0.50% | 7,408 | $2.1M | Add +0.3% |
| SDY SS SPDR S&P Dividend ETF | 0.47% | 15,269 | $2.0M | Reduce -1.6% |
| V Visa Inc. Class A | 0.45% | 6,194 | $2.0M | Add +20.4% |
| CAT Caterpillar Inc. | 0.41% | 4,915 | $1.8M | Add +1.3% |
| JPM JPMorgan Chase & Co. | 0.37% | 6,744 | $1.6M | Add +5.6% |
| GOVT iShares US Treasury Bond ETF | 0.37% | 69,768 | $1.6M | Reduce -8.3% |
| DVY iShares Select Dividend ETF | 0.35% | 11,512 | $1.5M | Reduce -3.0% |
| MDY State Street SPDR S&P Midcap | 0.35% | 2,638 | $1.5M | No change |
| LQD Ishr Ibx Usd Invgd CB ETF-Ui | 0.31% | 12,708 | $1.4M | Reduce -5.9% |
| TLH iShares 10-20 Year Treasury | 0.31% | 13,396 | $1.3M | Reduce -3.7% |
| AOR iShares Core 60/40 Balanced | 0.23% | 17,631 | $1.0M | Add +1.7% |
| AMZN Amazon.com Inc. | 0.22% | 4,348 | $954K | Reduce -2.2% |
| PAYX Paychex Inc. | 0.22% | 6,740 | $945K | Add +26.5% |
| HON Honeywell International Inc. | 0.21% | 4,008 | $905K | Add +99.7% |
| QLTA iShares Aaa - A Rated Corpor | 0.21% | 19,061 | $892K | Add +10.6% |
| XOM Exxon Mobil Corp. | 0.20% | 8,158 | $878K | Reduce -0.5% |
| AOA iShares Core 80/20 Aggressiv | 0.19% | 10,758 | $824K | Add +7.1% |
| IVLU iShares MSCI International V | 0.19% | 29,485 | $799K | Add +15.8% |
| TSM Taiwan Semiconductor-SP ADR | 0.18% | 4,000 | $790K | No change |
| IEV iShares Europe ETF | 0.17% | 14,470 | $753K | Add +0.5% |
| LAKE Lakeland Industries Inc. | 0.16% | 27,462 | $702K | Reduce -3.5% |
| AVGO Broadcom Inc. | 0.16% | 3,019 | $700K | Add +2.7% |
| BRK.A Berkshire Hathaway Inc. Class A | 0.16% | 1 | $681K | No change |
| HYDB iShares High Yield Systemati | 0.15% | 14,176 | $666K | New |
| ORCL Oracle Corp. | 0.15% | 3,972 | $662K | Add +5.3% |
| USMV iShares MSCI USA Min Vol Fac | 0.15% | 7,339 | $652K | Reduce -2.2% |
| IUSG iShares Core S&P U.S. Growth | 0.14% | 4,463 | $622K | No change |
| IEF iShares 7-10 Year Treasury B | 0.14% | 6,719 | $621K | Add +20.6% |
| ARM Arm Holdings PLC-ADR | 0.14% | 5,000 | $617K | Add +11.1% |
| IJH iShares Core S&P Midcap ETF | 0.14% | 9,890 | $616K | Reduce -4.6% |
| DE Deere & Co. | 0.14% | 1,448 | $613K | Add +0.1% |
| SUB iShares Short-Term National | 0.14% | 5,554 | $586K | Reduce -0.2% |
| PNC PNC Financial Services Group | 0.13% | 3,004 | $579K | Add +49.9% |
| CLOA iShares Aaa Clo Act ETF-Usdi | 0.13% | 11,099 | $575K | Reduce -13.4% |
| IWF iShares Russell 1000 Growth | 0.13% | 1,398 | $561K | Reduce -22.5% |
| WMT Walmart Inc. | 0.12% | 5,588 | $505K | Add +0.1% |
| IWO iShares Russell 2000 Growth | 0.11% | 1,665 | $479K | Add +3.8% |
| TSLA Tesla Inc. | 0.11% | 1,184 | $478K | Reduce -45.8% |
| ICVT iShares Convertible Bond ETF | 0.11% | 5,621 | $478K | Add +33.5% |
| CGUS Cap Group Core Equity filed as CAPITAL GROUP CORE EQUITY ET | 0.11% | 13,079 | $457K | Add +3.1% |
| HYGW iShares HY Corp. BD Buywr ETF | 0.11% | 14,265 | $453K | New |
| IXN iShares Global Tech ETF | 0.10% | 5,251 | $445K | Reduce -0.2% |
| VUG Vanguard Mrngstar GR ETF-Sui | 0.10% | 1,064 | $437K | No change |
| LLY Eli Lilly & Co. | 0.10% | 565 | $436K | Add +0.9% |
| VGT Vanguard Info Tech ETF | 0.10% | 687 | $427K | Add +5.2% |
| LMT Lockheed Martin Corp. | 0.10% | 876 | $426K | Reduce -1.6% |
| IJR iShares Core S&P Small-Cap E | 0.09% | 3,471 | $400K | Reduce -16.9% |
| XLF SS Financial Select Sector | 0.09% | 7,627 | $369K | Add +0.2% |
| IEFA iShares Core MSCI Eafe ETF | 0.08% | 5,130 | $361K | Reduce -9.2% |
| INTU Intuit Inc. | 0.08% | 566 | $356K | Reduce -0.5% |
| SPLV Invesco S&P 500 Low Volatili | 0.08% | 5,003 | $350K | Add +0.2% |
| XLU St Sr Utl SL SE SPDR ETF-Usd | 0.08% | 4,618 | $350K | Reduce -11.0% |
| IJK iShares S&P Mid-Cap 400 Grow | 0.08% | 3,800 | $346K | Reduce -2.6% |
| MRK Merck & Co. Inc. | 0.08% | 3,396 | $338K | Reduce -12.3% |
| AMD Advanced Micro Devices | 0.07% | 2,668 | $322K | New |
| ABBV Abbvie Inc. | 0.07% | 1,806 | $321K | Reduce -0.6% |
| RSP Invesco S&P 500 Equal Weight | 0.07% | 1,786 | $313K | Add +0.3% |
| KO The Coca-Cola Co. | 0.07% | 4,933 | $307K | Reduce -7.8% |
| VIG Vanguard Dividend Apprec ETF | 0.07% | 1,555 | $305K | No change |
| CGDV Cap Group Dividend Value filed as CAPITAL GROUP DIVIDEND VALUE | 0.07% | 8,580 | $303K | Add +0.3% |
| CGBL Cap Group Core Balanced filed as CAPITAL GROUP CORE BALANCED | 0.07% | 9,635 | $301K | New |
| DGRO iShares Core Dividend Growth | 0.07% | 4,862 | $298K | Reduce -40.4% |
| PEG Public Service Enterprise GP | 0.07% | 3,517 | $297K | Add +0.4% |
| IWP iShares Russell Mid-Cap Grow | 0.07% | 2,270 | $288K | Add +21.3% |
| CGGR Cap Group Growth Equity | 0.07% | 7,710 | $287K | Add +10.2% |
| MTB M & T Bank Corp. filed as M & T BK CORP | 0.07% | 1,495 | $281K | Add +0.6% |
| GLD SPDR Gold Shares | 0.07% | 1,160 | $281K | Add +13.6% |
| IXUS iShares Core Intl Stock ETF | 0.06% | 4,078 | $270K | Reduce -0.5% |
| GLW Corning Inc. | 0.06% | 5,568 | $265K | Reduce -16.1% |
| IMCG iShares Morningstar Mid-Cap | 0.06% | 3,503 | $265K | No change |
| LCTU iShares U.S. Carbon Transiti | 0.06% | 4,125 | $264K | Reduce -2.8% |
| GOOG Alphabet Inc. Class C | 0.06% | 1,365 | $260K | Add +0.4% |
| ITOT iShares Core S&P Total U.S. | 0.06% | 2,016 | $259K | New |
| PG The Procter & Gamble Co. | 0.06% | 1,527 | $256K | Add +0.9% |
Portfolio Sells Q3 2024 → Q4 2024
| IUSB Ishr CR Unvrse Usd BD ETF-Ui | Reduce -12.5% | 13.15% | −2.32 |
| IGEB iShares Investment Grade SYS | Sold out | 0.00% | −0.36 |
| MCD McDonald's Corp. | Sold out | 0.00% | −0.23 |
| BA The Boeing Co. | Sold out | 0.00% | −0.15 |
| AMGN Amgen Inc. | Sold out | 0.00% | −0.11 |
| IGSB iShares 1-5Y Inv Grade Corp. | Sold out | 0.00% | −0.08 |
| IVE iShares S&P 500 Value ETF | Reduce -0.3% | 3.25% | −0.07 |
| QUAL iShares MSCI USA Quality Fac | Reduce -1.8% | 5.78% | −0.07 |
| VZ Verizon Communications Inc. | Sold out | 0.00% | −0.07 |
| EMN Eastman Chemical Co. | Sold out | 0.00% | −0.07 |
| MUB iShares National Muni Bond E | Reduce -3.2% | 1.63% | −0.06 |
| ESGE iShares Inc. iShares ESG Awar | Sold out | 0.00% | −0.06 |
| IBM Intl Business Machines Corp. | Sold out | 0.00% | −0.05 |
| VLUE iShares MSCI USA Value Facto | Sold out | 0.00% | −0.05 |
| HYG Ishr Ibx Usd Hiyld CB ETF-Ui | Sold out | 0.00% | −0.05 |
| FALN iShares Fallen Angels ETF | Sold out | 0.00% | −0.05 |
| IXC iShares Global Energy ETF | Sold out | 0.00% | −0.05 |
| DGRO iShares Core Dividend Growth | Reduce -40.4% | 0.07% | −0.05 |
| SYK Stryker Corp. | Sold out | 0.00% | −0.05 |
| TLH iShares 10-20 Year Treasury | Reduce -3.7% | 0.31% | −0.04 |
| SDY SS SPDR S&P Dividend ETF | Reduce -1.6% | 0.47% | −0.04 |
| GOVT iShares US Treasury Bond ETF | Reduce -8.3% | 0.37% | −0.04 |
| LQD Ishr Ibx Usd Invgd CB ETF-Ui | Reduce -5.9% | 0.31% | −0.03 |
| IFRA iShares US Infrastructure | Reduce -4.7% | 0.61% | −0.03 |
| IWF iShares Russell 1000 Growth | Reduce -22.5% | 0.13% | −0.02 |
| DYNF Ishrs US E F R A ETF-Usd Inc. | Reduce -5.1% | 5.76% | −0.02 |
| JNJ Johnson & Johnson | Reduce -21.0% | 0.06% | −0.02 |
| MRK Merck & Co. Inc. | Reduce -12.3% | 0.08% | −0.02 |
| SUSL iShares ESG MSCI USA Leaders | Reduce -30.6% | 0.05% | −0.02 |
| LMT Lockheed Martin Corp. | Reduce -1.6% | 0.10% | −0.02 |
| TSLA Tesla Inc. | Reduce -45.8% | 0.11% | −0.02 |
| MSFT Microsoft Corp. | Reduce -1.6% | 0.81% | −0.02 |
| CLOA iShares Aaa Clo Act ETF-Usdi | Reduce -13.4% | 0.13% | −0.02 |
| IJR iShares Core S&P Small-Cap E | Reduce -16.9% | 0.09% | −0.02 |
| IEFA iShares Core MSCI Eafe ETF | Reduce -9.2% | 0.08% | −0.02 |
| KO The Coca-Cola Co. | Reduce -7.8% | 0.07% | −0.02 |
| XOM Exxon Mobil Corp. | Reduce -0.5% | 0.20% | −0.02 |
| DVY iShares Select Dividend ETF | Reduce -3.0% | 0.35% | −0.02 |
| XLU St Sr Utl SL SE SPDR ETF-Usd | Reduce -11.0% | 0.08% | −0.01 |
| IYR iShares US Real Estate ETF | Reduce -8.1% | 0.05% | −0.01 |
| VYM Vanguard High DVD Yield ETF | Reduce -15.0% | 0.05% | −0.01 |
| PID Invesco International Divide | Reduce -9.4% | 0.05% | −0.01 |
| ABBV Abbvie Inc. | Reduce -0.6% | 0.07% | −0.01 |
| GLW Corning Inc. | Reduce -16.1% | 0.06% | −0.01 |
| USMV iShares MSCI USA Min Vol Fac | Reduce -2.2% | 0.15% | −0.01 |
| IXUS iShares Core Intl Stock ETF | Reduce -0.5% | 0.06% | −0.01 |
| SPY SS SPDR S&P 500 ETF Trust-US | Reduce -4.0% | 0.79% | −0.01 |
| IJH iShares Core S&P Midcap ETF | Reduce -4.6% | 0.14% | −0.00 |
| IJK iShares S&P Mid-Cap 400 Grow | Reduce -2.6% | 0.08% | −0.00 |
| CGGO Cap Group Global Growth | Reduce -0.6% | 0.05% | −0.00 |
Portfolio Buys Q3 2024 → Q4 2024
| MTUM iShares MSCI USA Momentum Fa | New | 1.56% | +1.56 |
| IAU iShares Gold Trust | New | 0.69% | +0.69 |
| VTEB Vanguard Tax-Exempt Bond ETF | Add +38.3% | 1.10% | +0.30 |
| AAPL Apple Inc. | Add +1.0% | 3.25% | +0.29 |
| EFG iShares MSCI Eafe Growth ETF | Add +15.2% | 4.92% | +0.23 |
| HYDB iShares High Yield Systemati | New | 0.15% | +0.15 |
| V Visa Inc. Class A | Add +20.4% | 0.45% | +0.13 |
| HON Honeywell International Inc. | Add +99.7% | 0.21% | +0.12 |
| HYGW iShares HY Corp. BD Buywr ETF | New | 0.11% | +0.11 |
| NVDA Nvidia Corp. | Add +4.4% | 0.67% | +0.10 |
| AMD Advanced Micro Devices | New | 0.07% | +0.07 |
| CGBL Cap Group Core Balanced | New | 0.07% | +0.07 |
| JPM JPMorgan Chase & Co. | Add +5.6% | 0.37% | +0.07 |
| ITOT iShares Core S&P Total U.S. | New | 0.06% | +0.06 |
| PAYX Paychex Inc. | Add +26.5% | 0.22% | +0.06 |
| EEM iShares MSCI Emerging Market | New | 0.05% | +0.05 |
| GLDM SPDR Gold Minishares Trust | New | 0.05% | +0.05 |
| PNC PNC Financial Services Group | Add +49.9% | 0.13% | +0.05 |
| USXF iShares ESG Advance MSCI USA | New | 0.05% | +0.05 |
| AVGO Broadcom Inc. | Add +2.7% | 0.16% | +0.05 |
| ICVT iShares Convertible Bond ETF | Add +33.5% | 0.11% | +0.03 |
| OEF iShares S&P 100 ETF | Add +0.3% | 0.50% | +0.03 |
| BINC iShares Flex I A ETF-Usd Inc. | Add +2.6% | 2.28% | +0.02 |
| IEF iShares 7-10 Year Treasury B | Add +20.6% | 0.14% | +0.02 |
| TLT iShares 20+ Year Treasury BD | Add +12.2% | 1.58% | +0.02 |
| IWP iShares Russell Mid-Cap Grow | Add +21.3% | 0.07% | +0.02 |
| WMT Walmart Inc. | Add +0.1% | 0.12% | +0.01 |
| IVLU iShares MSCI International V | Add +15.8% | 0.19% | +0.01 |
| QLTA iShares Aaa - A Rated Corpor | Add +10.6% | 0.21% | +0.01 |
| VGT Vanguard Info Tech ETF | Add +5.2% | 0.10% | +0.01 |
| CGGR Cap Group Growth Equity | Add +10.2% | 0.07% | +0.01 |
| AOA iShares Core 80/20 Aggressiv | Add +7.1% | 0.19% | +0.01 |
| GLD SPDR Gold Shares | Add +13.6% | 0.07% | +0.01 |
| GOOG Alphabet Inc. Class C | Add +0.4% | 0.06% | +0.01 |
| IWO iShares Russell 2000 Growth | Add +3.8% | 0.11% | +0.01 |
| CGUS Cap Group Core Equity | Add +3.1% | 0.11% | +0.01 |
| XLF SS Financial Select Sector | Add +0.2% | 0.09% | +0.01 |
| ORCL Oracle Corp. | Add +5.3% | 0.15% | +0.01 |
| MTB M & T Bank Corp. | Add +0.6% | 0.07% | +0.00 |
| DE Deere & Co. | Add +0.1% | 0.14% | +0.00 |
| EFV iShares MSCI Eafe Value ETF | Add +8.3% | 4.92% | +0.00 |
| META Meta Platforms Inc. Class A | Add +0.3% | 0.05% | +0.00 |
| STEW SRH Total Return Fund Inc. | Add +0.9% | 0.05% | +0.00 |
| HEZU iShares Currency Hedged MSCI | Add +4.7% | 0.05% | +0.00 |
| RSP Invesco S&P 500 Equal Weight | Add +0.3% | 0.07% | −0.00 |
| PG The Procter & Gamble Co. | Add +0.9% | 0.06% | −0.00 |
| SPLV Invesco S&P 500 Low Volatili | Add +0.2% | 0.08% | −0.00 |
| AOR iShares Core 60/40 Balanced | Add +1.7% | 0.23% | −0.00 |
| CGDV Cap Group Dividend Value | Add +0.3% | 0.07% | −0.00 |
| HDV iShares Core High Dividend E | Add +1.0% | 0.05% | −0.00 |
All Filings
| Quarter | Positions | 13F Reported Value | Top Holdings |
|---|---|---|---|
| Q4 2025 | 144 | $493.6M | IUSB, IVV, IVE, DYNF, IVW |
| Q3 2025 | 146 | $485.7M | IUSB, IVV, DYNF, IVW, QUAL |
| Q2 2025 | 142 | $451.9M | IUSB, IVV, QUAL, EFV, IVW |
| Q1 2025 | 125 | $426.0M | IVV, IUSB, QUAL, IVW, DYNF |
| Q4 2024 | 116 | $431.2M | IVV, IUSB, IVW, QUAL, DYNF |
| Q3 2024 | 120 | $436.8M | IVV, IUSB, IVW, QUAL, DYNF |
| Q2 2024 | 123 | $411.7M | IVV, IUSB, IVW, QUAL, DYNF |
| Q1 2024 | 123 | $397.4M | IVV, IUSB, QUAL, DYNF, EFV |